Hill Invests in In-House Film Production – and Makes an Exciting New Recruitment

Destination Gotland

Campaign

Around the world on an island

In 2012, we launched the successful concept Gotland – around the world on an island. Our purpose was to show that Gotland is almost like travelling abroad – as well as to bring in more local ambassadors and increase communication on social media. During the first couple of years, we focused on outdoor media and a strong digital presence on all platforms. In 2015, we moved the concept to film. The films were made to expand the summer season, attract visitors to the countryside, and to begin to turn Gotland into a year-round holiday destination.

Challenge

Destination Gotland, the ferry service that connects the island to the mainland, wanted more potential customers to choose Gotland over a holiday abroad. The challenge was also to increase the number of local ambassadors and to boost social media communication.

Insight

On Gotland, you find landscapes that look like Kenya’s savannahs, dramatic cliff formations that are reminiscent of Krabi, and a medieval town that could just as well be found on an Italian hilltop. We wanted to show the diversity of Gotland’s landscapes, and that the island has a great deal of look-alikes in other parts of the world.

Concept

Based on this insight, our concept quickly fell into place: Gotland – around the world on an island would, in a single sentence, summarize what our client wanted to communicate. The concept works in all types of media, builds pride for the island among Gotlanders, and has succeeded in getting visitors to discover Gotland as a year-round destination.